The beauty world is in constant change. Emerging trends, aligned with new technologies, bring every year new and exciting products that need to be tested and sold to a market in constant growth. In an industry with global sales higher than £100 billion, companies need to be prepared for the arrival of new products and educate themselves in new practices. To be ready for that challenge, Walgreens Boots Alliance was holding an event that would bring industry insiders and workers together to discuss the next steps in the business.
An identifier “in fashion”. Walgreens Boots Alliance is the largest retail pharmacy, health and daily living destination across the U.S. and Europe, with more than 385,000 employees and a portfolio of retail and business brands worth around £8 billion. For their Global Consumer Brands (GCB) Talent & Education week, in which they’ll discuss and show the trends and products that will be available next year, they needed a brand image that would bring together all the collateral pieces associated to this event. An image that, in their own words, needed to be in line with the fashion and beauty industry trends in terms of image, and completely separated from their own brand, which would take a step back this time.
A clean and typographic identifier would build that sense of high fashion that they were looking for, keeping it a step closer to several beauty brands that are going for that elegant and simple approach. The boldness of the typeface and the structure of the identifier, almost simulating a pillar, is in line with the strong industry and constant growth of the market. The condensed typeface helps to adjust that heaviness, adding a sleek look that evokes the beauty side of their business. An identifier that won’t go out of style.
An image that won’t go out of style. In harmony with the logo, the visual part of the event brand was created under the attributes of elegance and modernity. High fashion images showing creativity, inclusivity and empowerment, superposed with textures that recall beauty products, and all of that under the subtle colour range of classic make up tones. Bringing the spirit of the beauty world, their shapes, colour and spirit in the most evocative way.
